Among other things, Amazon points out the Kindle Fire's 216 pixels-per-square-inch and dual speakers, a comparison that's more favorable than the iPad Mini's mono speaker and 163 pixels-per-square-inch display. But the biggest different is the $199 price for the Kindle Fire versus the iPad Mini's $329.

While it may seem a bit brash to toot your own horn so loudly, Amazon has a point. Its Kindle Fire is a decent tablet for a reasonable price and it will take a while for Apple to compete with it.